Many people with psychological or emotional problems feel they have no one to turn to and bottle up their feelings, creating the potential for even bigger problems. To counter this, the Big White Wall (BWW) uses the ideas behind social networking to create a safe online zone where people can talk, share their feelings and use clinically designed psychological interventions and techniques to improve wellbeing.

BWW was set up in 2007 as a social enterprise company in partnership with the Tavistock and Portman NHS foundation trust, whose psychiatrists and other clinicians helped devise the interventions, and train and supervise its staff.

A team of "wall guides" works 24 hours a day to ensure users remain safe and anonymous. Further protection is provided by a time lag on postings to prevent inappropriate or offensive messages appearing.

More than 3,500 people have signed up to BWW in the past two years. According to an independent survey they were most commonly looking for help with stress (64%), loneliness (62%), anxiety (51%) and depression (30%). A quarter of users were experiencing suicidal feelings and a fifth were self-harming. Underlying issues included relationship difficulties, family problems, work concerns, sexuality, bereavement, sexual abuse, financial worries, domestic violence, eating concerns and alcohol/drug use.

Three quarters of respondents said they had never previously spoken about the issues they raised on BWW. Respondents said they felt able to speak because of the anonymity, trust in the online community and safety of the service.

People using BWW can communicate with others using messages, images, paintings or anything that helps them express their feelings. They can also test their own levels of anxiety or depression and access techniques to help avoid anxiety, improve sleep and relaxation.

More than 90% of respondents reported improved mental wellbeing as a result of the BWW experience, including enhanced self-understanding and reduced isolation as well as lower levels of stress and depression. The majority were able to self-manage their mental wellbeing without further help. Others found the service helpful as a step to other medical or therapeutic interventions, or as a complement to them.

A woman in her 50s who turned to BWW when problems at work and with her physical health started to overwhelm her, says: "I started using it at a time of crisis, which included lots of thoughts of suicide. I was finding it difficult to manage my distress and still keep a responsible position at work.

"Using the site has helped me reduce anxiety, stress and feelings of isolation, enabled me to feel connected to others who have emotional issues and given me an opportunity to be part of a helping community. It has also supported me to manage my diabetes and related conditions. I have not visited my GP for stress, anxiety or depression since I started using BWW, or taken any medication for depression."

So far 12 primary care trusts have bought access to BWW. Potential users simply have to type in their postcode to access the site. It is also open to individuals from anywhere across the UK who can pay £2 per week for access.

The service earned £400,000 in the 12 months to July this year. For the NHS the benefits are clear: some 80% of users said they were able to manage their own condition – freeing-up hard-pressed staff and reducing medication costs.

BWW says it costs between a third and a twentieth less than conventional "offline" services for those experiencing psychological distress. The added benefit, according to its founder Jenny Hyatt, a social entrepreneur who has experience in counselling and other therapies, is that it is picking up people who are not on the NHS radar. She says: "We do help fill an enormous gap, there are millions of people experiencing mental illness who do not seek help."

SPONSOR: iMPOWER WINNER: Big White Wall Ltd in partnership with the Tavistock and Portman NHS foundation trust for www.bigwhitewall.com, an online service available 24 hours a day for people in psychological distress

RUNNERS-UP:

Cheshire East council for the significant cost savings and efficiencies made through the redesign of its adult social care services

Department for Work and Pensions for completing the Government Connect Secure Extranet (GCSX), a multi-agency shared communications channel